Taco Bell® will be handing the cameras and control over to its fans to film its first-ever Rockumentary starring Passion Pit (@PassionPit) and Wildcat! Wildcat!, (@WildcatWildcat), culminating with their live performances at a Feed the Beat® event at Hype Machine’s Hype Hotel at this year’s South by Southwest® (SXSW®) Conferences & Festivals. Through Taco Bell’s social media fan base and a unique partnership with Twitter, the brand will support the creation of an experimental film, tentatively titled “Feed the Beat®: SXSW 2013,” under the direction of acclaimed documentarian Sam Jones (@RSAFilms) – using footage captured and shared by passionate fans socially and showcasing great music.
Fans online and at SXSW – where music, interactive and film all come together – have the chance for their own social media content to be featured in this Rockumentary, slated to debut in summer 2013. To be involved, fans can tweet and post images, videos and Vine videos using #FeedtheBeat now through March 11 – when the Passion Pit and Wildcat! Wildcat! performances will be live streamed from Hype Machine’s Hype Hotel venue in Austin, TX. Taco Bell will be bringing the experience to fans at home with a customized live stream and various camera angles. For more information on the Rockumentary, concert and how fans can get involved online, please visit www.FeedtheBeat.com
“SXSW is the intersection of film, music and interactive, and the perfect place to bring Feed the Beat to our fans as the program reaches new heights this year. We know our fans love music because they tell us every day. Just like them, Taco Bell is ‘living más’ through music and movies, where everyone can foster and share their creative spirit,” said Brian Niccol, chief marketing officer, Taco Bell Corp. “‘Feed the Beat: SXSW 2013’ is the definition of ‘living más’ as this first-of-its-kind film empowers consumers to connect with us and other fans over shared passions and favorite artists, socially. On top of that, we are putting amazing talent from our Feed the Beat program – Passion Pit and Wildcat! Wildcat! – on a huge stage reaching all our fans – both at SXSW and across the nation.”